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Following the first two successful albums, Britney Spears's career skyrocketed, and a multimillion-dollar music, film, advertisement, concert and TV-special "industry" sprang up around her. Her most popular ads were for Pepsi. In 2003 there was media speculation that the soft drink behemoth were planning to replace Spears with Destiny's Child frontwoman Beyonce Knowles. This speculation turned out to be false, and Spears has gone on to sponsor other Pepsi products.

Some parents of young daughters have ambivalent or even negative feelings towards Britney Spears. To many critics, the singer has combined a very "sexy" public image with a major marketing "play" for the hearts, minds and pockets of prepubescent girls, often as young as seven or eight. The sexualization of such girls is arguably a trend in modern society that is visible elsewhere, for example in the film and fashion industries.

The sexual iconography of Britney Spears once again became a topic of debate as a result of her 2003 semi-nude photo spread for the men's magazine, Esquire. Prompted by this, Playboy reportedly offered the star over a million dollars to pose nude for their magazine. It is believed that Spears is still deciding whether to accept the offer.